Supplement | HBS Case Collection | August 2011 (Revised October 2011)

Lady Gaga (B)

by Anita Elberse and Michael Christensen


In March 2011, Troy Carter, manager of pop star Lady Gaga, reflects on decisions made regarding his artist's concert tour and faces a new set of challenges regarding the launch of Lady Gaga's new album, Born This Way. Is a huge, expensive launch akin to that of a "tent-pole" movie the best way to capitalize on Gaga's popularity, or is a more moderate approach that relies on word-of-mouth the right way to proceed? Designed to help students understand the decisions that helped propel Lady Gaga into one of the entertainment world's biggest names. Written from the perspective of her manager, the case provides rich insights into the artist's touring, recorded-music, and social-media activities, as well as supporting economic data.

Keywords: Music Entertainment; Product Launch; Product Development; Talent and Talent Management; Music Industry;


Elberse, Anita, and Michael Christensen. "Lady Gaga (B)." Harvard Business School Supplement 512-017, August 2011. (Revised October 2011.)